Entry 2: Understanding advertisement message
http://www.youtube.com/watch?v=rF_FSiHj5bM
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Components
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Contents
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1
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Source
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Biti’s company
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2
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Target audience
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Every Vietnamese viewer
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3
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Medium(media)
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TV/ broadcasting
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4
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Context
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2002
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5
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objectives
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Affect and persuade Vietnamese people to use this product
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6
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Messages
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General Selling Proposition
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The steps have helped Vietnamese people go through many phases of
history in the past . Biti's will help us to into new millennium.
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Product Attributes
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Comfortable footwear
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Customer Benefits
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Cherished foot
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Personal Values
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Comfortable, confidence, and pride of country
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7
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Message
Execution
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Description
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Video listed some typical event that occurred in Vietnamese history. Two
first is the image of Lac Long Quan
steps that passing down the ocean, Au Co steps passing up the mountain. Then,
there are the Tay Son legend speed
steps to defeat Qing troop(1789) and the steps cross Truong Son .The next
image is a foot , that is shooting a ball. Finally, the Slogan “ Biti’s
cherish vietnam foot” appears in the end of video.
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Execution Style(s) / Rhetorical Devices
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Mood/ Image
Musical |
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8
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Evaluation
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The advertisement is very emotional, that focus on the Vietnamese
people, who have the pride of their country’s history
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Components
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Contents
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1
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Source
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Coca Cola company
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2
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Target audience
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Every viewer
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3
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Medium
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TV/ Broadcasting
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4
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Context
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“Coca Cola Bolder” campaign
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5
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objectives
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Affective and persuade people
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6
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message
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General selling proposition
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Open happiness
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Product attributes
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Good taste, sharing happiness
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Customer benefit
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enjoyment
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Personal values
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Happiness, pleasure
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7
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Message execution
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Description
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the story of two soldiers from rival nations who are able to put
aside their differences and, for the briefest of moments, see each other as
individuals as they share an ice-cold bottle of Coke. the slogan” Coca Cola,
open happiness” appears the last
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Execution style/ rhetorical devices
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Musical.
image overstatement |
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8
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Evaluation
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Funny and interesting
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Item 3: "Post-it sticky notes" advertisement
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Components
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Contents
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1
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Source
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Post-it sticky notes Co
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2
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Target audience
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Every viewer
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3
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Medium
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Printed media
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4
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Context
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unknown
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5
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objectives
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Affective and persuade
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6
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message
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General selling proposition
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You have many thing to remember, post-it sticky notes will help you.
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Product attributes
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Help customers to remember what they want
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Customer benefit
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remember
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Personal values
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Doing work correctly
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7
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Message execution
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Description
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A men who has so many girl friends that he can’t remember their names.
So he decided to post sticky notes that written her name to call them
correctly.
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Execution style/ rhetorical devices
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humorous
overstatement |
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8
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Evaluation
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humorous
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hi Mơ
ReplyDeletei have some cmt after reading your entry
i think all of 3 items , objectives is affective. It is better than affective and persuade people.
in item 2,product attributes are making people closer and closer, fill the gap
dear Mơ,
ReplyDeleteafter reading your entry 2, i have some following comments for you:
1. the first item is very meaningful to me. However, i think target audience can be every viewer (especially Vietnamese people), not only Vietnamese viewers.
and about the personal values, i suppose that "confidence" is the element that i don't see from this advertisement. in my opinion, it should only be "comfort" or "pleasure" and "pride for the country"
2. from my perspective, the objectives should be "affective" (it includes "persuade people to drink coca cola") however, this is an interesting advertisement, i do like the idea expressed here "open happiness"
3. about customer benefits should be "memorable", "convenient". Moreover, i think it should be "convenience" (as the post-it note is easy to stick), and "pleasure" (user are sastified with the product as it makes their life easier) for the personal values.
overall, you did a good job. keep it up!